The Indian woman of today has come a long way from the yesteryear as she increasingly portrays a dominant and authoritative persona around her peers and surroundings. Whether at the workplace or at home or other mundane affairs, her opinion and influence is of essence especially when it comes to taking crucial decisions. But while her progress is being celebrated by an India that is getting modern by the day, she is being increasingly challenged by external forces in terms of deciding what's right or wrong for her. The freedom to do or express as she wills is what is being questioned on an everyday basis.

As a brand that stands for freedom and liberation, Bajaj Avenger has been
at the forefront in connecting with topics and conversations that
impact India. Whether it was #RideDon'tHide that urged people to declare
their wealth openly for the good of the country or #PledgeToConnect
that coaxed people to connect with themselves and not their devices,
Bajaj Avenger has been consistently engaging with the audience,
inspiring dialogue, opinions and conversations.

The cruiser bike
brand is now back with its take on why freedom matters to women; and in
a way they feel right. With #Ride Your Independence that has been
conceptualized by Mullen Lintas Mumbai, Bajaj Avenger unravels the
journey of one such female protagonist and what 'being free' really
means to her. Whether it is about being friends with whoever she wants
or the ability to express herself the way she wants or even the freedom
to wear whatever she wants and also go wherever she wants, including at
any odd hours of the day without being judged or questioned, a woman
should be left to make her own choices. That's when 'being independent'
will have a real meaning of its own.

Commenting on the
objective behind the film, Sumeet Narang, VP - Marketing, Bajaj Auto
said, "Avenger stands for freedom and liberation and it is our endeavor
to reinforce the brand equity with each communication. With so many
issues of women safety cropping in India recently, on this Independence
Day, we saw an opportunity to underline 'liberation of women' seen from
an Avenger perspective in a unique, positive and an endearing way."

Expressing
her views on the idea and making of the film, Garima Khandelwal, ECD -
Mullen Lintas said,"It's the 70th year of independence, but are we, man
woman alike really free? The film shows a woman riding through the
outskirts, how a man would ride today. The indifference the world has to
her presence is meant to reflect as respect of her freedom, it's a
utopian community. Mahatma Gandhi's quote rightfully makes the film
relevant for Independence Day. The brand makes a point on liberation yet
again but this time it's not a film for a girl that rides, it's a film
for every girl. Here's to her independence!"

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